Brand Expression
BE boundless
We bring Boundless to life in the stories we tell, and how we tell them.
In the way they shape our vision for the future.
In the ways we link belief and impact.
In our brand elements – from design system, to type, to identity.
TONE OF VOICE
The way we talk about ourselves matters. It allows us to be consistently present and captivating as our brand grows with our university. It demonstrates our passionate, spirited leadership. Most importantly, it delivers on our commitment to show up together as one brand with one voice.
WE ARE IMAGINATIVE
We believe curiosity and open-mindedness are the keys to successfully tackling new challenges and thinking in new ways.
TYPOGRAPHY
Hardworking typography is a critical component to our identity. We’ve chosen typefaces that fuse universal functionality with unmistakably bold presence — enhancing the strength of our brand more and more with consistent use.
WE ARE EMPOWERED
Achieving greatness doesn’t happen alone. We harness the energy of our entire university to speak in a way that does justice to the amazing things we accomplish, together.
IMAGERY
We know the world is bigger than just us. So we seek to portray the places just as much as the people that help our university be boundless. Our people are actively out in the universe, igniting impact. Imagery should capture the results of our impact, portraying moments of unexpected brilliance in dramatic, but authentic, ways.
WE ARE optimists
Genuine, positive energy is always on the menu. We think a little bit of a wink never hurt anyone either.
Color
Our colors tell a story of tradition, distinction and unmatched spirit. Purple evokes passionate pride. It’s the color that stands out as most quintessentially our university and is the dominant color in our communications. Gold symbolizes excellence. It’s a sophisticated hue that speaks to our extraordinary standards and immense quality. When you combine the two? That’s UW.
WE ARE BOLD
Confidence is key. We choose to be bravely forthright in our messaging.
Stories
Through the stories we tell – and the ways in which we tell them – we can share the impact the University of Washington is having on our community, our region, and the world. Choosing to be intentional about the way we link belief and impact demonstrates that together, we will change the world. In fact, we already are.
WE ARE BOUNDLESS
We break from the status quo to speak to our audience in a way that’s resonant and authentic.
our W logo
Logos work as visual short stories. In a glance, an effective logo conveys the brand’s history and purpose, evokes an emotional response and establishes an audience connection. Like Superman’s iconic S, one letter can tell an entire tale. While the UW’s signature logos can’t leap buildings in a single bound, they do capture the spirit of being boundless.